Objective
Global print campaign to sell Incredible India to inbound tourists.
This was a multi-agency pitch involving, among others, the biggest names in Indian advertising. Winning this assignment was a major achievement.
Basic 4 mapped the most trending India tourism experiences by foreigners, and commissioned a leading photographer to bring them to life.
“The visual’s interplay with intelligent, alluring copy led to good footfall” - DOT
#JoinTeamKohli
PNB Brand Campaign
Virat’s first bank account was opened by his father with PNB, when he was a teenager.
Basic 4 spearheaded the strategy for optimising Kohli’s cult following, for PNB’s Advantage
Kohli - PNB compatibility grid
Kohli is a leader – so is PNB
Kohli has a formidable track record – so does PNB
Kohli is dependable – so is PNB
Kohli is quick, efficient, a master – so is PNB
Kohli delivers results everywhere – so does PNB
PNB - #JoinTeamKohli - Account Opening
PNB - #JoinTeamKohli - YUVA
PNB - #JoinTeamKohli - Mobile Banking
PNB - #JointeamKohli
PNB Rewardz - Virat Kohli
Phodu aur Jodu campaign
Challenge
Parity product – no USP
Our Solution
Basic4 recommended Virender Sehwag in the peak of his career.
Sehwag is popular as Phodu.
We recommended his alter ego – JK Super Cement, the Jodu.
The PHODU–JODU CAMPAIGN was a huge success.
JK Super Cement Engineering Student TVC
JK Super Cement Sehwag TVC
JK Super Cement Desh Ke Rakshak TVC
Desh ka Rakshak Campaign
Opportunity
Extensive pan-India researches revealed an under-leveraged slot by the cement industry – safety.
And thus, ‘Build Safe’ was born as the brand proposition for JK Super Cement.
Creative strategy
Who can understand the importance of safety better than a soldier?.
The agency created a memorable story around a soldier on the border and his widowed mother back home in the village.
The ‘desh ka rakshak’ campaign has spun off several digital media mini- campaigns too, such as the #RakshakTujheSalaam’ campaign featuring some of the nation’s most gallant soldiers.
Challenge
Birla White was the market leader when the agency was commissioned to help JK Wall Putty challenge the leadership.
Basic 4’s strategy of making the painter the hero has been a winner for the client.
Our protagonist – ‘Chhutkau Painter’ has become a cult figure of sorts, featuring in 5 films as of now. This is among the longest running non-celebrity-protagonist driven campaigns in India.
Triumph
JK Wall Putty (now JK WallMaxx) is the market leader in India today and at one point, it was the world’s largest selling wall putty.
JK Wall Putty
JK Wall Putty - National Academy
International brand-building Campaign
CSR Campaign
Basic4 provides 360˚ communication for GAIL. Over the years, the agency has created some impactful, cut-through the clutter campaigns, to help enhance the client’s brand image.
Featured here, are 2 such campaigns, the first positions GAIL as the Indian partner-of-choice for global energy majors and the second showcases heart-warming stories of some CSR beneficiaries.
Gail Geet
Challenge
New service launch with low public awareness, high development related grievances.
Our role
360 degree communication since brand’s inception
Right from Metro Girl mascot to brand awareness and focused campaigns addressing public inconveniences to educative and informative 'know your Metro' campaigns – press/ radio/ outdoor advertising, exhibitions - design & fabrication, PR, conferences… we have been right behind Delhi Metro, all the way
GAIL (India) Limited
- Basic4 provides 360˚ communication for GAIL.
- Basic4’s print & outdoor campaign for marketing GAIL as the local partner of choice for international investors/ tech – partners was driven by strong visual metaphors.
- Media strategy focused on relevant trade journals and business publications, as well as major cities in Far East, Middle East and Africa.
Delhi Metro
- Challenge: - New service launch with low public awareness, high development related grievances
- Our role: - 360 degree communication since brand’s inception - Right from Metro Girl mascot to brand awareness and focused campaigns addressing public inconveniences to educative and informative 'know your Metro' campaigns – press/ radio/ outdoor advertising, exhibitions - design & fabrication, PR, conferences… we have been right behind Delhi Metro, all the way